TOW #26: Berger Paints Billboard

Billboard are often thought of as one of the best kinds of advertisements: their size, height, bold colors, and large lettering grab the attention of passing drivers. However, Berger Paints made a much simpler billboard and employs some unique methods in order to make those who see it think about buying their products. Among these are the apparent presence of a person hanging on the billboard, shaping the board in such a way that part of it looks like the sky, and putting very little decoration on the board.
When billboards feature people, it is usually in the form of a photograph or other form of picture. In this instance, Berger Paints decided to put a life-like dummy, dressed like a painter, smack in the middle of their billboard. This would certainly be a surprise to those passing the billboard: at first glance they would think that they were seeing an actual person hanging off of it. When they realize that the "person" is fake, they understand what the billboard is advertising. It is also just very unique to put something like that on a billboard, so it would impress those who see it, and they would think Berger Paints very creative.
The upper right area of the billboard is cut in rectangular shapes, exposing the sky behind it. Because the dummy on the billboard is holding out a paint roller, it looks like the dummy is painting the billboard itself the color of the sky. This, coupled with the logo in the corner that says "Natural Finish Colours", would lead a potential customer to believe that Berger has an excellent selection of paint colors that mimic nature. This is desirable to customers, leading to the message of the billboard: Berger Paints have natural colors, so you should buy them.
Besides the jagged edges on the right side and the hanging dummy, this Berger Paints billboard is not crowded with decoration: its colors are rather plain and part of it has been cut away to show the sky, and the only three words on the billboard are small and tucked aside in a corner. The overall simplicity of the billboard keeps viewers focused on its message.
If one knows anything about advertising, the Berger Paints billboard would not change one's mind. If one realizes that the billboard is cut to show the sky and not actually painted so well as to look just like it, it would still not be successful. However, it is very creative and interesting to look at.

TOW #25: "The Science of 'Happily Ever After': 3 Things That Keep Love Alive" by Eric Barker

Divorce has reached an almost-epidemic rate in the United States,
and people like Eric Barker are trying to figure out what can
be done to stop it.

According to some social critics, one of the most pressing issues in American society is the high divorce rate: most statistics show that the divorce rate has hovered around fifty percent for the past several years. Rushed marriages, financial problems, and a lack of communication are often cited as causes of divorce, but whatever the cause, divorce can be traumatic and complicated for everyone involved. Eric Barker of Time claims that the love between a married couple can be sustained and saved. He suggests three methods of doing this in his piece "The Science of 'Happily Ever After': 3 Things That Keep Love Alive", backs up his ideas with quotes statistics, and organizes the article in a very effective fashion.
One of the best ways to ensure that a reader understands an argument is to sort the information in a logical way, something that Barker does very well. He splits up his evidence into different sections depending on the subject matter, giving each section a bold, large header. For example, the divorce section is titled "'Happily Ever After' Ain't Easy", and the one about the happiness of those in arranged marriage is called "What You Can Learn From Arranged Marriages." The different parts lead into each other: at the end of the arranged marriages section, Barker writes, "So you need to actively keep the marriage happy. How do you do that?" The very next sentence is the heading of the next section, which answers his question with the words "Don't Fix the Bad. Increase the Good." By splitting up his information into sections, Barker keeps the reader from getting confused and walks them through his argument.
From beginning to end, Barker's piece is backed with cited statistics and quotes, two of the most convincing forms of evidence. He quotes the book The Science of Happily Ever After: What Really Matters in the Quest for Enduring Love: "The divorce rate often reported by the media is 50 percent [...] however, census data does not capture the 10 to 15 percent of couples who permanently separate [...]" He also quotes a research study that says "those who had undertaken the 'exciting' date nights showed a significantly greater increase in marital satisfaction than the 'pleasant' date night group". Both of these quoted statistics and more help prove to readers, if they did not already know it, that marriages are on the downward spiral, but that things can be done to fix them. They are objective evidence, much less open to interpretation than subjective evidence.
According to Barker, there are three things that can help keep a marriage alive: actively working at it, increasing the good things instead of focusing on the bad, and bringing excitement into the marriage. His article is very convincing, as his argument is both logical and can appeal to those who are married themselves.

Article link: http://time.com/62029/the-science-of-happily-ever-after-3-things-that-keep-love-alive/

IRB Post #4: Backlash: The Undeclared War Against American Women

When one looks at characters in television, books, and movies; at politicians around the world; at the heads of large companies; at the directors of Hollywood productions, one sees a distinct pattern: males fill the most of these roles.  It has been this way throughout history, as in nearly every major culture throughout the world, women have been subjugated and cast off as second-class citizens.  There have been great strides in the gender equality movement over the past century, but women are still not seen as completely equal to men, Few are willing to talk about or remedy this, but one exception is feminist author Susan Faludi. Her 1991 book Backlash: The Undeclared War Against Women examines the repercussions of the feminist movement; many women note that when they as a group try to change their situations, public opinion often fiercely turns against them. 

As a relatively realistic woman (or young lady or teenage girl or whatever feminine term you would like to use) myself, I am interested in feminist ideas and in the advancement of women, particularly in areas where we are underrepresented. When I found out about Backlash, the National Book Critics Circle Award that it won, and the fact that Faludi had won a Pulitzer Prize, I thought that Backlash did not sound like a book written by an uninformed, radical feminist who hates men and all of society (I am not one of the those people). Rather, I thought that, given the award it won and the clear skill of its author, it was probably a more even-handed book that appealed to a wider audience. It would also give me more specific information about the feminist movement over the past few decades, as my concrete knowledge about it ends after World War II and extends only to general shifts in opinion towards women. All in all, I am very much looking forward to reading Backlash and learning more about the history of feminism in the United States.

TOW #24: "Justin Bieber and the High Price of Whine" by Kurt Eichenwald

According to journalist Kurt Eichenwald, pop star Justin 
Bieber's antics represent bad brand management, not 
just something as common as bad parenting.

Just a few years ago, Justin Bieber was believed to be one of the most talented up-and-coming pop singers in the world. Nowadays, however, nineteen-year-old Bieber's immaturity and irresponsible antics have placed him a bit lower on the musical totem pole. In his piece "Justin Bieber and the High Price of Whine" that appeared recently in Vanity Fair, journalist Kurt Eichenwald examines Bieber's behavior and explains how damaging it has been to his "brand name".
Eichenwald is aware that because he dares to criticize someone like Bieber, people may instantly disagree with him without even hearing his argument or evidence. To combat this, Eichenwald declares, that he does not hate Bieber. In the beginning of the article, he writes, "I'll say up front: I think Bieber is immensely talented... He's obviously very hard-working. I found his rags-to-riches story inspiring..." At the end, Eichenwald reminds readers of his stance: "Again, I am not one of the 'haters'..." Eichenwald concedes that Bieber has many fine traits, and this makes him seem more rational. It indicates that he is not coming from a place of anger or hatred, but from one of interest. Readers are much more likely to consider Eichenwald's argument when they are assured that he is giving equal weight to both sides of the issue. 
Eichenwald includes several pieces of evidence to prove that Bieber's behavior is very bad for the brand that has been created around him. Besides providing the evidence, Eichenwald arranges it chronologically. He documents Bieber's speech after winning an American music award, which he began by addressing his critics, and the tantrums Bieber and his manager threw after a Grammy snub. Eichenwald also lists several of Bieber's other misbehaviors: "... passing out on stage; showing up so late to perform a concert that some fans booed; canceling a show; trying to attack a paparazzi while yelling obscenities..." It would be difficult for a reader to deny that Bieber has damaged his own reputation when they have so much evidence to prove it. The chronological arrangement walks readers through Bieber's hard and fast downward spiral, and they can easily compare the Bieber of the past to the Bieber of today.
"Justin Bieber and the High Price of Whine" may be an excellently written and interesting article, but Eichenwald did not totally prove that Bieber and his managers are not controlling the Bieber brand well. He did not mention serious infractions like reports of drug paraphernalia in Bieber's home and his drunk driving arrest, and did not provide any solid evidence indicating that public perception was turning against Bieber. If Eichenwald had done these things, it would be easier to convince readers that Bieber is following the path of many celebrities before him and is about to implode.

Article link: http://www.vanityfair.com/online/eichenwald/2013/03/justin-bieber-and-the-high-price-of-whine

TOW #23: iPhone 5c Packaging

Part of Apple's success as a company is the simplistic and unique packaging of their products.

Upon my return from a robotics regional competition this past Sunday, I was unexpectedly gifted with a new iPhone 5c.  It was not my birthday, Christmas, or any other special gift-giving occasion, but like any other teenager, I was thrilled.  When I picked up the box for the iPhone, I was surprised by how interesting it was.  Though simplistic in design, the iPhone 5c packaging expresses what Apple's goals are as a company and how they want to market themselves to their customer base: they want consumers to focus on the product itself, not on fancy packaging, and want to present their company as modern and innovative.
The shape of the box is vaguely rectangular in shape, but it has rounded corners.  By not having sharp edges, the box appears threatening and more inviting, as curves make the box seem 'cuter' than severe corners would; in the minds of consumers, sharp things could be dangerous, but the iPhone 5c box does not look danerous. 
The top of the box, the removable portion, is clear, allowing buyers to see the iPhone.  Seeing the product directly is more enticing than seeing a picture or some other form of representation, so people are more likely to buy the product.  The iPhone has a sticker on the top that looks just like the main menu screen, so buyers know exactly what they are getting into.
The bottom part of the box is white, decorated only the words "iPhone 5c" and with the Apple logo, both in black.  Both the label and the logo stand out against the white and make it clear that the product in the box is made by Apple, a well-known and widely admired company; Apple products are considered to be status symbols.  The "c" in the label has a box around it, as buyers take note of what version of the iPhone it is and how new it is.  Apple's customers, like many others, believe that newer is better.
Once the top of the box is taken off, the buyer can take out the iPhone.  Underneath there are a few pieces of card stock or a similar material.  The first piece says "Hello", a simple but friendly greeting that introduces the buyer to the product.  The next piece turns out to be a small pamphlet with directions about how to use the iPhone, written in various languages for accessibility across international markets. The third piece has two Apple logo stickers, which help advertise the company.  All of these things help a buyer to understand the product and the company better, no matter where they are from. 
When all of those pieces are removed, an earphones case, a charger cord, and a charger.  They are cleverly hidden beneath the iPhone, indicating that it is the phone that is the most important part and that the other things are just extras, despite their necessity.